This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets. View Summary

This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets.

McCain's aim was to achieve 10% penetration to UK households and gain awareness of 30% for its new, microwaveable jacket potato, but first it had to overcome the scepticism that taste would not be affected if the potato was cooked in only 5 minutes.

Trial tasting was essential to gain advocates: it used multi-sensory bus shelter ads incorporating touch and smell, as well as dispensing money-off coupons and TVCs and digital screens to maximise awareness, plus taste tests by well-known cynical food writers in the national press which led to their endorsement generating much positive sentiment.

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors. View Summary

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors.

Tortrix had been promoted in the past using local slang to communicate with its consumers but this tactic was undermined by others adopting the same approach.

Capitalising on a significant demographic of 18-35 year-old lower social grade consumers who mostly live in the 18th zone, a dangerous crime-ridden district, Fritolay created a mock embassy where companies could meet prospective employees who had hitherto been discriminated against because of where they lived.

Intended as a PR exercise to gain free media coverage, the limited budget of US$45 thousand returned over US$2.3 million whilst brand salience rose by +16% and brand preference rose by +10%.

3

Unilever: Predicting the unpredictable

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico. View Summary

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.

Unilever only releases limited editions where AXE already has a high market penetration.

Its aims are to gain new customers, maintain price premiums and increase sales while not detracting from the overall market.

Its target audience of young males was seen to like unpredictability, so under the tagline 'Live a random lifestyle, Unilever focused on the parallel trait of unpredictability in women and illustrated this across a broad range of media from packaging and POS to broadcast and digital.

The idea was carried out by delivering a variety of scents in one package but not labelling it with which one.

Twitter hashtags reached over 39 million users, the TVC hit over 425,000 views on YouTube, the value market share reached 2.5% in both countries and an ROI of 3.2:1 was achieved.

4

Taco Bell: 2014 Taco Bell breakfast launch (Ronald McDonald launch)

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how US Quick Service Restaurant (QSR) Taco Bell challenged its biggest rival McDonald's head on to compete in the breakfast market. View Summary

This case study describes how US Quick Service Restaurant (QSR) Taco Bell challenged its biggest rival McDonald's head on to compete in the breakfast market.

Taco Bell had little presence in the breakfast market dominated by more established QSRs so the problems of creating awareness and increasing brand attributes were top of mind.

Taco Bell wanted to promote something new, "Not your 'McUsual' breakfast", and employed 23 people actually called Ronald McDonald to try its breakfasts who then extolled its virtues on TV and online.

Taco Bell's original aim of increasing awareness from 24% to 48% was exceeded to hit 56%, its brand attributes rose on all counts as well as extensive earned media plus becoming top trending topic on Twitter, Facebook and Google+.

5

E45 advocacy

Includes video content

Recommended by Warc editors

Trends

Best Practice

Joy Armitage , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how E45, the skincare brand, used a brand advocacy strategy as part of an integrated communications plan to attract a younger audience and increase sales in the UK. View Summary

This case study explains how E45, the skincare brand, used a brand advocacy strategy as part of an integrated communications plan to attract a younger audience and increase sales in the UK.

Despite E45 being well known understanding of its range was poor and penetration amongst younger consumers was low.

By starting with the customer, rather than the end result, E45 managed to communicate with a highly targeted group of influencers about the product launch and develop a full advocacy campaign that complemented the rest of its media.

This case study shows that earned media can be planned, scaled and evaluated as a stand-alone or complementary channel like any other.

The campaign generated content and conversations about E45 across a number of off- and online channels, which resulted in a staggering sales uplift of over 14%.

6

Piz Buin: Behind every beautiful tan is a story waiting to be told

Includes video content

Recommended by Warc editors

Trends

Best Practice

Mette Næsby, Warc Prize for Social Strategy, Entrant, 2015

This case study explains how how Piz Buin, the sun-protection brands, reignited its iconic status in Spain by redefining the ultimate moment of truth in sun care and using a heroâ€“hygieneâ€“hub content model. View Summary

This case study explains how how Piz Buin, the sun-protection brands, reignited its iconic status in Spain by redefining the ultimate moment of truth in sun care and using a heroâ€“hygieneâ€“hub content model.

After doing little communication for more than two decades, brand awareness for Piz Buin was barely half that of competitors Garnier and Nivea.

It decided to tap into the areas where the brand's and its young audience's values overlapped, utilising an influencer programme and content on social media to do so.

In the first six months since joining Facebook in March 2014, Piz Buin Spain attracted 30,000 highly engaged fans, created content with an average monthly reach of 5.26 million and gained 200 million impressions.

This online success fed through into business results as the brand increased sales and its market share.

7

Kingsford: Lights up grill sales

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Finalist, Shopper Marketing Effies

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men. View Summary

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men.

Kingford saw that charcoal grilling was in steady decline in favour of gas-powered barbecues.

It targeted young men who were buying their first grill with digital ads promoting charcoal grills, along with a free bag of Kingsford Charcoal with a new grill.

Kingsford also explained why charcoal grilling is better than gas, focussing on the multi-sensory and social experience.

The digital ads scored highly for click through rates and website visits, and sales of charcoal grills rose above target.

8

Walkers Crisps: The Return of 'Do Us a Flavour' – How social made the sequel bigger than the original

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level. View Summary

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level.

In 2008 a competition - 'Do Us a Flavour' - had generated mass participation (with over a million votes), and social listening confirmed that in 2014 the core idea was still appealing.

Using quirky social responses along with an innovative outdoor activation on Twitter, the campaign helped to fuel a new conversation about Walkers flavours.

The debate maintained its energy over 13 weeks without drop-off, and just as many people entered as in the previous iteration - but the resulting sales uplift was greater.

9

Coca-Cola: Share a Coke US

Includes video content

Recommended by Warc editors

Trends

Best Practice

Luis Mendoza, Warc Prize for Social Strategy, Gold, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke. View Summary

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.

10 million US teens had not consumed Coca-Cola in the past year, so the company wanted to make a more personal connection with them and encourage them to buy more.

It imported the globally successful 'share a Coke' campaign, including putting people's names on bottles and promoting a social media hashtag to encourage people to get sharing.

As a result, 1.25 million more teens tried a Coke over the course of a summer and sales of participating packages rose a 11% - making the US campaign more successful than any other market.

Existing fans were highly loyal, craved interaction with the brand and were knowledgeable about Taco Bell products, including the Doritos Locos Taco (DLT), that had been recently launched in the US and that they demanded.

The communications strategy put these fans at the heart of the DLT launch and delivered the desired product with their own demanding tweets printed on it.

This stunt was amplified through social channels, online and TV and delivered average sales growth of 10%.

To keep up with its competition, Maple Leaf aimed for double-digital sales growth versus previous year and attain ad awareness of at least 30%.

Ready Crisp targeted mothers who don't prioritise a healthy diet because they believe it can be counterbalanced by an active lifestyle.

"Change Your Life With Bacon" was a humorous campaign that suggested using Ready Crisp as a food incentive for the target's family to help around the house, and employed four online videos, social promotion, pre-roll and PR.

The digital campaign delivered 14% sales lift and awareness of the campaign registered at 42%.

12

Intel Corporation exhibition at CES 2014

Includes video content

Recommended by Warc editors

Trends

Best Practice

Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how an engaging experiential design strategy allowed Intel, the world's foremost producer of microprocessors, to stand out at the Consumer Electronics Show (CES). View Summary

This case study describes how an engaging experiential design strategy allowed Intel, the world's foremost producer of microprocessors, to stand out at the Consumer Electronics Show (CES).

Intel has been exhibiting at CES for over ten years, however as the pace of innovation continues to increase, consumer interest in technology has evolved, resulting in CES attendees who are better informed and harder to please.

For the 2014 show a powerful experiential design strategy was employed that would create a compelling visitor journey, guided by The Helix, a huge architectural statement that wrapped around the entire stand space.

The stand attracted a record 83,600 visitors, attracting 80% of all CES 2014 attendees.

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai. View Summary

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai.

The Sony Xperia was struggling to communicate its technological advantages after a series of unsuccessful product launches, so to generate excitement around Sony's sponsorship of Skyfall and its new phone, the 'Say It Like Bond' challenge was created.

This live experiential, interactive game allowed people to use their voice to unlock and win a racetrack driving experience in Bond's Aston Martin.

The game required all participants to utter the famous line: 'The name is Bond, James Bond', at which point the voice analytics engine analysed their impression to see how close it was to Bond ator Daniel Craig's â€“ if it matched 95% or more, it unlocked the doors and started the engine of the Aston Martin to indicate they'd won.

In just 10 days, Sony's partner store had registered a 60% increase in footfall and a 30% increase in sales of the phone at the store.

15

The Sun (News UK): Dream Team

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, Gold, DMA Awards, 2014

This case study explains how The Sun, the UK news publisher, persuaded people to enter credit card details when signing up for a previously free fantasy football game. View Summary

This case study explains how The Sun, the UK news publisher, persuaded people to enter credit card details when signing up for a previously free fantasy football game.

The Sun was offering a free two month subscription to its online services with the game, but it needed to capture credit card details.

It took a humorous approach, revealing the 'hidden truth' of people 'cheating' on their team when they create fantasy football teams.

This stimulated social media engagement as people shared their football 'cheating' online.

As the campaign was short, The Sun monitored sign ups and activity hour-by-hour, responding in real-time with additional content during lulls.

It delivered a total social reach of 17 million and social engagements of 72,000 in 16 days, leading to 637,000 sign ups (6% over target).

16

Kenco Millicano Sunlight Blend: The Bright Tones

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study explains how Kenco, the coffee brand, used a live event and social media to launch its new 'Millicano Sunlight Blend' product. View Summary

This case study explains how Kenco, the coffee brand, used a live event and social media to launch its new 'Millicano Sunlight Blend' product.

Kenco needed to give its above-the-line campaign a boost, to make generate instant recognition of its new sub-brand.

It created an online event with an improvisation troupe who took requests for songs and performed them live.

People could request comic songs using a Twitter hashtag, and then could share their song too.

Reach was increased as Kenco shared songs with people had the same name as the person who requested it, including celebrities.

Kenco achieved 2.5 million impressions in eight hours, almost a million YouTube views and earned media coverage.

This case study explains how Fuji launched an industrial wide format printer in New Zealand, with a military themed competition that appealed to its technical audience whilst showcasing the product's capabilities. View Summary

This case study explains how Fuji launched an industrial wide format printer in New Zealand, with a military themed competition that appealed to its technical audience whilst showcasing the product's capabilities.

Fuji was launching a new digital printing press into a market it had never sold to before, so it needed an attention grabbing campaign.

It created 'Wide War One', with military themed direct mailings inviting industry professionals to compete for prizes.

Participants customised an aeroplane (appealing to their technical side) which was then printed on balsa wood at a live event and followed by the competition.

This approach showcased and created buzz around the product's capabilities, leading to sales that exceeded target with an ROI of 10 times the target.

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales. View Summary

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.

Although 4m American men suffer from light incontinence, the social stigma attached to it means the vast majority do not use products to help manage it and have very low awareness levels.

The Guard Your Manhood campaign used celebrity figurehead and football commentator Tony Siragusa to help normalise the products with a humorous and lighthearted tone, and new product design made it easier for men to find what they needed quickly in-store.

Depend grew the category by 23% in 4 months and brand affinity increased by 52%, with 483m earned media impressions.

This case study describes how Japanese automotive company Mazda promoted its supermini car Mazda2 in New Zealand. View Summary

This case study describes how Japanese automotive company Mazda promoted its supermini car Mazda2 in New Zealand.

In late 2013 the popularity of the Mazda2 car was waning against competition from newer models with higher specs, and Mazda needed to generate more test drives and increase sales.

Based on the insight that the 25â€“45 year-old female target enjoyed the Mazda2's appearance, a fashion-based Facebook campaign was created in which women who booked a test drive would receive a L'Oreal Paris makeup kit in a colour matching the car they tested.

520 test drives were booked, sales increased by 27.8% in the first four weeks and an ROI of $12 for every $1 was achieved.

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.

Ultralift was a brand in steep year-on-year decline, having lost 30% of its sales in just four years.

Garnier had scientific proof that Ultralift worked but, in an overhyped market, the language of science was thoroughly devalued and consumers were increasingly sceptical.

In response to this, the 'UltraLift challenge' was launched, bypassing the usual 'labcoat lecture' approach by issuing a direct challenge to consumers to try the product for 14 days and provided them with a wrinkle reader to measure changes to their own skin.

This immediately reversed UltraLift's sales decline, delivering a 40% increase in unit sales 18 months after the campaign began and a revenue ROMI of 1.91.

22

McCain Ready Baked Jackets: Using the power of insight to solve the paradox of a product that seemed too good to be true

This case study explains how McCain, the frozen foods manufacturer, launched McCain Jackets in the UK and overcame negative preconceptions to deliver 15.6% penetration within a year. View Summary

This case study explains how McCain, the frozen foods manufacturer, launched McCain Jackets in the UK and overcame negative preconceptions to deliver 15.6% penetration within a year.

McCain Jackets were launched off the back of the insight that consumers love the taste of an oven baked potato but they take too long to make.

However, consumers did not believe that a product cooked in five minutes could taste as good as a conventional oven baked potato.

McCain solved this through integrated communications, with definitive roles for paid, owned and earned media.

Paid media drove awareness and appetite appeal; mass trial through owned media was undertaken to counteract negative preconceptions; in turn this created earned media that could be harnessed as credible endorsement and coverage.

The launch established a new mass market product category, reaching 4.1 million households in year one.

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product. View Summary

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product.

A significant challenge was facing Gillette - the vogue for facial hair, a problem for Gillette's mainstream, clean-cut brand persona.

To launch the ProGlide Styler, a new product perfect for grooming moustaches, Gillette partnered with Movember, who have an established charity moustache campaign and a following of young, trendy men.

Inspired by Gillette's 1950s roots, which research suggested had strong resonance with this new audience, the campaign adopted a distinctive tone of voice juxtaposing old-fashioned speech with modern day slang.

Through a campaign of press, outdoor, radio, and experiential advertising, the ProGlide Styler became the top selling razor on the market across Movember, and helped raise over £20m for men's health.

This case study demonstrates how Milo, a malt drink owned by Nestlé, engaged with Malaysian teenagers to extend its product life beyond just children's consumption. View Summary

This case study demonstrates how Milo, a malt drink owned by Nestlé, engaged with Malaysian teenagers to extend its product life beyond just children's consumption.

Nestlé found that as children age their consumption of Milo powdered beverages declined and discovered that the image of the well-nourished, buttoned-up elementary school student that Milo Powder advertised did not match with the mindset of teenage consumers.

To combat this the 'Twisted football' campaign was launched to sell the canned, ready to drink variant, which encouraged teens to redefine the rules of the game on social media and then carry it through to life on sports fields.

This offline experience could then be shared back online, creating more content for broader reach.

By successfully activating its underleveraged product format, Milo increased teen trial from 50% to 67% and boosted monthly can sales by 17%; resulting in an incremental sales payback of 1:7.

25

Hindustan Unilever: Little Farmers of Kissanpur

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Kissan, the Indian ketchup brand, brought its 'made with real tomatoes' claim to life by encouraging mothers and children to grow their own tomato plants. View Summary

This case study explains how Kissan, the Indian ketchup brand, brought its 'made with real tomatoes' claim to life by encouraging mothers and children to grow their own tomato plants.

The brand had used a 'real tomatoes' claim for some time, and whilst this was appealing to current users it did not appeal enough to non-users.

A new bottle top included tomato seeds which could be used to grow a tomato plant - with the children who grew the best plants given an opportunity to be featured on bottles.

Consumption of the brand grew over 2.5 times the rate of the category; the brand also improved its scores on naturalness and quality, surpassing key competitors.